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Mobile Handset Customer Experience SurveyProduct Type: Market Research ReportPublished by: Connect Asia Published: October 2003 Product Code: R330-0027 Description The Future Belongs to Asian Manufacturers
Judging by the customer experience of mobile consumers, the future belongs to the Asian mobile manufacturer. Despite the long established leadership of Nokia and Ericsson, Samsung and Panasonic lead the ratings of the Asian customer experience as supported by APRG's in-depth regional user satisfaction survey on mobile handsets. Key findings from the research - Samsung has taken the hearts and minds of many Asian consumers and is ranked the #1 mobile brand in our Customer Experience survey. - Nokia's navigational interface is still the people's favorite and is frequently cited as the easiest to use. - Few camera phones have left the users overly impressed. Sagem Samsung and Sharp are the exceptions. - Samsung users have rated the Samsung website as having the most value-add. - XELIBRI, despite a heavy marketing campaign, has not delivered on the hype. Most users do not intend to repurchase the brand when they buy their next mobile phone. - Motorola users, once the most loyal, are finding it hard to stick with the brand. Why buy this report The typical Asian mobile subscriber owns a wireless phone model for 14 months, compared to 18 months in 2001. Considering such a high replacement rate, it is an imperative for manufacturers to build brand loyalty, which can only be developed from a continually positive customer experience. Customer Experience Measurements To calculate the mobile handsets CEM rating, different criteria are scored on a 5-point scale. These scores are weighted as detailed below, then added together to produce our metric Following are the CEM rating criteria and weights: Look and feel (20 percent) Coolness (10 percent) Features (20 percent) Performance / Battery life (10 percent) Value (10 percent) Manufacturer's Added Value (10 percent) Intent to Purchase Same Brand (20 percent) Table of Contents ABSTRACTCountries Covered Manufacturers Covered EXECUTIVE SUMMARY RESEARCH OBJECTIVES ALCATEL 535 735 LG G7100 G7030 G5400 G8000 MOTOROLA E365 T720I V750 PANASONIC GD67 NOKIA 3510 6610 6108 7210 7650 SAGEM MY - X6 SAMSUNG SGH-V200C SGH-P100 SGH-P408 SGH-S200 SIEMENS SIEMENS CT56 SHARP GX22 SONY ERICSSON T300 T610 Z600 XELIBRI XELIBRI 4 BRAND SUMMARY OF CEM SCORING RESULTS HANDSET MODEL SUMMARY OF CEM SCORING RESULTS TERMS OF USE |
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